I visited the Burningbird blog yesterday and found a very interesting post from last month. Burningbird’s author - Shelley Powers - was angered by a “Blogging for Women and Girls Workshop” offered at a Boston bookshop. The reason she was upset was because the event description read, “…though the technology is fairly cheap and widely available, most blogs are still written by men.”

There is the ongoing debate/discussion at Misbehaving - you can read the comments here along with more comments by Shelley.

Now, I have to admit the Maven didn’t really know how many blogs were written by men versus women. There are a number of marketing blogs that I enjoy reading written by women - and others that are written by men. My overall perception (not based on anything other than my assumption) was that blogging seemed gender equal.

From Shelley’s entry about whether men write more blogs:

No, this is emphatically, and unequivocably [sic] NOT true. This is based on rumor and hearsay and people’s ill-formed opinion, and that unfortunate and biased Technorati 100 (and other Bloated Ego lists) and I for one am getting sick and tired of this myth being perpetuated…

We’re not being heard, or being linked. Why? A lot of factors are involved, but one of them is NOT that there are fewer of us! What does it take to get this communicated? A bloody act of God? Do we need to part the male sea?

…We don’t need to be ghettoed because of our gender, and categorized as some form of tech deficient po’baby, and helped along like pathetic half-lives just because we don’t have a penis. “Ewww, computers. Hold hands, ladies. Don’t let the bad technology scare you.”

It’s an interesting topic and one that gets people fired up, but the Maven believes it is a bit of a non-issue. I’m not sure what starting a blog has to do with challenging the patriarchy. Maybe I’m missing something, but I have two websites for both of my businesses and a blog. In the realm of starting and running my businesses, I haven’t felt held back by my gender. The only things that seem to hold me back are time, stress, and the occasional hard-to-please client.

When it comes right down to it, women in the United States are moving and shaking. According to the Center for Women’s Business Research:

Between 1997 and 2004, the estimated growth rate in the number of women-owned firms was nearly twice that of all firms (17% vs. 9%), employment expanded at twice the rate of all firms (24% vs. 12%), and estimated revenues kept pace with all firms (39% vs. 34%).

From my perspective as a marketing consultant, women are smart and savvy business owners. They can make effective decisions about their marketing. They can also make smart choices about how they choose to express themselves. Therefore, in my mind whether a woman chooses to blog or not to blog, I can’t see that there is anything holding them back from starting one. Although, if you are committed to the care and daily feeding of a blog, it is an excellent marketing strategy.

If a bookstore wants to target a blogging workshop to help women and girls learn to blog, more power to them. Quite frankly, a blog is very easy to begin. It takes about 5 minutes or less to get started blogging - I bet I could even teach my mom and she isn’t the most Internet-savvy person I know. (Mom, I know you’re probably reading this. Feel free to comment.)

From a marketing perspective, rants get you noticed. But do they win you friends and new customers? Perhaps… I’d love to hear your thoughts on this one!

Hugs and success, Wendy Maynard
Your friendly marketing maven

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In the early 1900s, Reverend Russell Conwell - founder of Temple University - gave a popular speech called “Acres of Diamonds.” In it, he said:

Your diamonds are not in far distant mountains or in yonder seas. They are in your own backyard if you but dig for them.

Your backyard diamonds are your past and present satisfied customers. You may currently be focusing most of your efforts on front-end sales. Once a sale is over, many businesses move on to getting the next new customer. But, it costs more to acquire a new customer than to maintain a relationship. Once you’ve made a sale, your customers know, like, and trust you and are more likely to buy from you a second time.

Here are some tips for you to effectively mine your “acres of diamonds:”

1. Organize Contacts: Maintain a centralized database to organize names, addresses, and phone numbers. Keep track of purchase histories and interests.

2. Collect Information: Depending on your business, there are a variety of ways you can collect customer data such as sign-up sheets, website forms, postcards, and so on. Be creative - use free offers, VIP programs, and contests to provide incentives.

3. Regularly Communicate: Stay in touch with your customers. Ideas include a newsletter, ezine, holiday cards, coupons, and special offers.

4. Offer Proof: Provide case studies and testimonials to show how you have helped other customers.

5. Testimonials Sell: For word-of-mouth, there is no one that can sing your praises like a satisfied customer! Ask for testimonials. Post these on your website or feature them in your newsletter.

6. Cross-sell and Up-sell: Make sure customers know the entire range of your products or services. Past customers are much more likely to buy larger-ticket items from you.

Take good care of your backyard diamond mine. Appreciate your loyal customers by offering them special deals and incentives. Keep in touch and keep them delighted. In return, they will give you their business.

Hugs and success,
Wendy Maynard, Your friendly marketing maven

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I hope everyone has a fabulous holiday. Here is a Maven holiday card from me to you. Enjoy and be sure to turn on your speakers!

Hugs and success and happy Thanksgiving!

Wendy Maynard,
Your friendly marketing maven

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Marketing is like exercise. Getting your body in shape requires ongoing time, energy, and attention. To stay in peak condition, you have to continue working out. Like a fitness program, marketing is an ongoing effort to keep your business thriving. Keep potential customers aware of your company and what you offer.

Never rely on a single method — marketing requires repetition to be effective. Are you diversifying your marketing efforts? Consider these venues to help promote your business, keeping your marketing “muscles” flexed:

* Newspaper advertising
* Signage on your vehicle
* Education presentations and seminars
* Flyers on local bulletin boards
* Press releases to publicize new services or products
* T-shirt with your company logo
* Sponsoring an event
* Attend a business mixer or other professional event
* Articles in Trade magazines
* Door hangers
* Direct mail - oversized postcards or a newsletter
* Website
* Ezine
* Signage with your logo: outside your building, on your office window, or on an awning

ACTION TIP: Do you have a million marketing ideas for your business that are floating around in your head? Take action through planning. First, start a new file on your computer and save it as “Marketing Ideas.” Every time you come up with a new idea, type it here. Next, take a calendar or create one on a flip chart page. On this, map out specific marketing activities and dates for the next year. For instance, you can target a newsletter mailing every quarter or a press release submission every other month. You can also post target dates to achieve goals such as New website launched by March 30, 2006. Post this in a place where it will remind you to complete these activities.

Here’s your challenge: This week, make some calls that will set into motion one of your marketing ideas. Take a step toward marketing momentum. The ultimate reward for your hard work will be new business. Ready, set, go! Have a great week!

Hugs and success,
Wendy Maynard, Your friendly marketing maven

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If you enjoy looking at cool designs, then The Cool Hunter is definitely for you. I LOVE this site! From gadgets to toys to art to architecture - it’s all here and it’s all sexy eye candy. When your product is this compelling, it almost markets itself.

Hugs and success,
Wendy Maynard, Your friendly marketing maven

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This morning I was reading posts at Ilise Benum’s Stop Pushing Me Around. One of her entries mentioned a reader who said one of her biggest self-promotion challenges was to begin and have conversations with people. She wrote:

“Whether they be in my network, cold calls, organizations, “warm” prospects – whoever, I often feel that I need some sort of script. Not having one holds me back from any interaction at all. I also feel like other people know how to have these conversations, and I don’t - despite the fact that my services are beneficial.”

There are a lot of people that stumble over this same issue.

I have a book that I really love. It is by Leil Lowndes and is called “How to Talk to Anyone.” Leil is a successful communications consultant who has written many books and articles on body language and interaction.

Here are several of her suggestions:

1. Match Your Listener’s Mood: Small talk is like a melody. It is not about what you say - it is about how you say it. Small talk is about putting people at ease. So, before you open your mouth, take a look to see if the person looks bored, elated, anxious, shy, or lethargic. Then match that mood when you begin your conversation.

For instance, if someone looks bored you won’t win them over by running up to them, pumping their hand, and gushing about what you do. Instead, you might want to calmly ask, “Been to many of these events?” to see how they respond.

2. Start With the Banal: When first beginning a conversation, it’s how you say something, not what you say. According to Lowndes, unoriginal remarks set people at ease. But, ask with enthusiasm to get people talking.

3. Wear a Whatzit: At a gathering, wear a visual prop to stimulate questions. People want an excuse to start conversation - so give them one! Wear or carry something unusual and you’ll find people coming up to you to start a conversation: “Excuse me, but I couldn’t help noticing your…what IS that?”

4. Ask, Whoozat?: If there is someone at a gathering that you simply HAVE to meet, go to the host and hostess and say, “That person over there looks interesting. Who is he/she?” Often, you’ll get an introduction or at least some icebreaker ideas.

5. Parrot Your Speaker: Once you start speaking with someone, if you are stuck on what to say next, try parroting your speaker. It’s amazing! For example, say the person you are speakng with says, “Last winter I went skiing in the Swiss Alps!” You parrot, “Swiss Alps?” And then the ball is back in their court. Usually the other person is delighted to hear that you are interested and will dive deeper into the subject.

6. Talk About Them: Engage other people in their favorite topic - THEM! You can captivate the other person by continuously returning the conversation back around to spotlight him or her. And, then be an attentive listener.

I would like to invite you to post your comments on this topic. When you are at an event where you don’t know anyone - whether it is a seminar, networking event, party, etc. - how do you initiate small talk? This seems to be an area where many people stumble.

And so…what are your tips for initiating conversations?

Hugs and success, Wendy Maynard
Your friendly marketing maven

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It certainly isn’t my approach, but I wanted to share this audiofile from Scott Stratten posted at BizSlap with you for two reasons:

First because I think Scott Stratten is a master online marketer and I think he will attract a LOT of attention by being controversial. He certainly isn’t scared of telling you EXACTLY how he feels about people who aren’t willing to invest money to look professional.

Second, because I agree with him - look the part! If you want to be successful, be willing to invest the money.

Check it out: BizSlap 009: Scott Stratten on Looking the Part {warning: strong language}

What do you think about Scott’s approach? Do you agree with him?

Hugs and Success, Wendy Maynard
Your friendly marketing maven

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Today, the Marketing Maven received a card from a local real estate group. On one side, it has a full-color picture of pumpkins growing in (where else) a pumpkin patch. One the other side in black and white, it reads:

A special greeting at Thanksgiving to express our sincere appreciation for your confidence and loyalty. We are deeply thankful and extend our best wishes to you for a happy and healthy Thanksgiving.

Very nice. Ties right in to an earlier post I wrote: “Never Underestimate the Power of Thank You”

Under the message, there is a small picture of the four team members, their names, phone number, and website URL.

Why do I bring this up? Because it is an excellent marketing strategy!

Think about opportunities to connect with your customers and referrers on a regular basis. Not to sell, but to maintain top-of-mind awareness. With this group, they chose a less-popular holiday to send a greeting. I don’t get a whole lot of Thanksgiving cards - do you? As a recipient, I’ll tend to remember it because there isn’t a whole lot of competition compared to the December holidays.

A couple of online postcard companies I know of include:

4 by 6 and Modern Postcards.

It’s not to late to get a Thanksgiving greeting out to your customers. How creative can you be?

Hugs and success, Wendy Maynard
Your friendly marketing maven

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